Video ‘Spam’ Coming to YouTube


This MediaPost piece discusses a Wendy’s “campaign” on YouTube — commercials that “masqueraded” as videos on the site. There was considerable exposure apparently, with some users responding positively and others critical of the spots.

Even though these spots may have been clever, edgy or entertaining, they’re effectively video spam because they were put there by an ad agency on behalf of Wendy’s. Get ready, there’s going to be a lot more of this once marketers clue in to how effective (and cheap) YouTube and online video sites are as an alternative to conventional TV advertising.

What’s the danger, what’s the opportunity?

The opportunity is pretty clear for marketers, unless they kill the goose. But rather than flooding sites like YouTube with TV-like spots, they should create video campaigns elsewhere that build a fan base. And then let the fans upload those commercials to YouTube. Then it’s not spam but viral marketing.

The dangers are pretty obvious for YouTube (and Google). If YouTube doesn’t police commercial video spam, users will be alienated. Google, for its part, will lose part of the revenue opportunity it bought YouTube to capture — brand marketing via online video.

But policing this will be challenging.

2 Responses to “Video ‘Spam’ Coming to YouTube”

  1. Digitaler Film » Traffic, Videohoster-Gaming und Bewertungen Says:

    […] Kommen wir zu den Videos, die in einer besonderen Weise von den obigen Problemen betroffen sind: Es wird immer attraktiver die Rankings bei den Videohostern zu gamen.Dadurch wird es immer attraktiver die Videohoster zu bespammen.Die Relevanz der Sortierungen und der Appeal der Seite leiden darunter. […]

  2. Wednesday Wound-Up « Screenwerk Says:

    […] iMedia reports on a very successful video ad for Dove that has garnered buzz and been seen by millions virally. Viral video ads will compel better (or more vulgar) creative to generate the views. The success of this campaign stands in contrast to the Wendy’s ads uploaded to YouTube. […]

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